You can now read 10 articles in a month for free on BostonGlobe.com. Read as much as you want anywhere and anytime for just 99¢.

The Boston Globe

Business

App helps tell difference between smirks, smiles

For advertisers, telling the difference is crucial, and a Mass. company aims to help

How the software works

As people react to commercials, a camera records their facial expressions. Below is a hypothetical example of how the software measures different responses, or emotions, by analyzing a viewer’s facial expressions.

You have reached the limit of 10 free articles in a month

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week